The aim of the RAB is guide advertisers and their agencies on the more effective use of radio as an advertising medium, as well as advise them on its effectiveness as a communications tool. It was established in response to calls from the industry and the organisation has representation from radio stations, advertisers, creatives and academics.
Even though the organisation was launched last year at the South Africa Radio Forum, Sandton Convention Centre, 14 November 2008, it was formally founded in 1999 by the industry. While many plans were made, these failed to get off the ground as there wasn't an action plan to support the business plan.
Gibson, who officially opened the offices of the new organisation on 5 January 2009, says he intends on taking the Barack Obama approach in getting the organisation running and functioning properly: “The most important thing has been to consult, listen and connect with the industry we aim to serve. We want to connect with the industry [and] bring back creativity, especially [as] everyone is under a lot of stress. Because of the economic recession, agencies want and expect more value for their money.
“There are RABs in both the US and the UK. RAB South Africa, unlike RAB US which focuses on radio stations, is focused on advertising agencies and on how they can better use radio. I believe radio as a medium is entering its second life. We need to bring creativity back into radio,” says Gibson.
“We have identified key factors that we think we need to start with: education and training, and return on investment are some of those factors. We sent out a questionnaire to the industry, the aim [of which] was to get a picture of what and how the industry thinks [of] the RAB and also [to] see if they understand what its role and duties are.
Continues Gibson, “Obama used Web 2.0 techniques to manage his reputation and influence potential voters online. Obama's team utilised social networks in a way never seen before in a political campaign. On Facebook the team created an application that allowed users to share and spread news items, blog posts and speeches featuring Obama.
“Taking it one step further, the team created a Barack Obama-branded network where people could network and form a sense of community with other Obama supporters. We want to connect with the industry and help agencies excited about radio again.”
Gibson also says that the RAB will not be spending money on a big launch party but will rather use those funds for sending messages of encouragement to the industry and on education. “We are planning on making a video clip explaining [what the] RAB is and on marketing the body - a very low key type of thing,” he concludes.
The RAB website (www.rab.co.za) is currently under construction and is due to launch in February. To subscribe to its regular newsletter, RAB Connect, email .
